CBS Outdoor UK and Channel 4 bring the news to the Tube
CBS Outdoor UK has teamed up with Channel 4 to launch a campaign, planned by OMD, that will see teasers of Channel 4’s evening news bulletins broadcast across 100 digital screens on the London Underground network, bringing up to the minute news to the Tube.
Bought by Posterscope, the campaign represents a media first for Channel 4 and will showcase teasers ahead of the channel’s 7pm evening news bulletins, highlighting and updating key headlines that will feature on the show that night. The content will be beamed onto CBS Outdoor UK’s cross track digital screens in scores of Tube stations across London, allowing commuters to keep up to date with the latest news on their way home from work. This will also be combined with regular tweets and blog content from Channel 4 News presenters Jon Snow, Krishnan Guru-Murthy, Cathy Newman and Matt Frei.
Additionally, CBS Outdoor UK’s digital XTP screens will give Channel 4’s news team the ability to upload breaking headlines and content prior to the 7pm transmission, giving commuters the latest updates on the top stories of the day.
The technology, developed by digital creative agency The Cloud and Compass working with 4Creative and Rudd Studio, will allow C4 and ITN to automatically publish dynamic copy and content throughout the day, a facility that was previously unavailable to other advertisers without significant human input. The ITN news team will provide content directly related to that evening's bulletin, from 4-7pm, to drive viewers to the 7pm programme.
Jason Cotterrell, Country Director at CBS Outdoor comments:
“This is a great campaign and really showcases how the digital cross track format can bring campaigns to life and engage the London Underground audience. Timely updates like this are a fantastic way for Channel 4 to reach a key audience at a key time of day.”
James Walker, Deputy Head of Marketing at Channel 4, said, "Channel 4 News has a clear identity and personality and we wanted to find a way of reminding people of that on a daily basis. Working with a live, dynamic media allows us to give commuters a teaser of Channel 4's take on the day's events in advance of the 7pm bulletin."
The campaign runs from 14 November – 11 December 2011.
For further information on please contact:
Mike Hemmings:
